The development and reform of Logisitics of Home Furnishing Industry in China
A preface,
Among the basic contents of human life, except "transportation" which is not closely related to logistics, all of them need logistics service support. The logistics service of clothing, food and housing should be the most important logistics service for people's livelihood.
The report to the 19th national congress of the communist party of China declared that China has entered a new era.The new demand promotes consumption upgrading, quality consumption and green development. The development of e-commerce logistics also makes the phenomenon of lazy economy more and more common. The demand for people's livelihood logistics services has entered a stage of rapid growth.
Among the three categories of people's livelihood logistics services, the two categories of food and clothing logistics services have attracted wide attention and become a market hotspot, and many experts have done a lot of in-depth research.But the household logistics around "live" has just started.At present, there are few analysis articles on the concept definition, market size and change trend of home logistics. Even there is no industry consensus on what is home logistics and what is included in home logistics. So far, there is still no definition of home logistics on the search engine.In order to further promote the development of home logistics, it is urgent to summarize and analyze the concept, boundary, market space, industry characteristics and change trend of home logistics.
Ii. Market analysis of China's home logistics
1. Concept and boundary of home logistics
Look from household industry, according to industry tradition classification, call the article that cannot move in the home commonly hard adornment, call the article that can move soft adornment.Hard decorative items belong to home building materials category, soft decoration logistics belong to home supplies category.Therefore, I define home logistics as follows: home logistics mainly refers to the logistics services provided for home appliances and home building materials industry with residence as the core.
According to the 2017 China building materials and home furnishing industry development report organized and compiled by the materials branch of China building decoration association, the home building materials industry includes furniture, sanitary ware, ceiling, ceramic tile, doors, Windows, locks, glass, lamps, flooring, kitchen, wallpaper and other products.Considering that you electricity is a famous household goods, I suggest that home appliance logistics should also be included into the category of household logistics statistics. Therefore, home appliance logistics mainly refers to the logistics and supply chain services provided for furniture, home appliances, home decoration building materials (hard decoration), etc.
Large logistics in logistics belongs to common household products, industry concentration, is a large number of scattered soho, there are many third-party enterprise, there are many more large furniture, electrical appliances production enterprise self-conducting logistics, industry scale is huge, logistics service enterprise is small, specialized service demand rapid development, logistics resources integration market prospect, tuyere is in development, the future, there will be some unicorn enterprise specialized in segmentation.Especially with the rapid development of home e-commerce, home e-commerce logistics in large package delivery volume growth quickly, has become a big cake of express delivery enterprises.
Home logistics solutions need to provide trunk transport, storage management, distribution services, installation or construction services, after-sales maintenance services and other comprehensive chain services.With the rapid development of home e-commerce, home logistics is showing the following development trends: full channel, integration, customization, standardization, and intelligence.
2. Home logistics market scale analysis
The scale of home logistics market is closely related to the development of China's real estate industry.From an incremental perspective, China's housing area continued to increase from 2008 to 2017, and housing conditions continued to improve.According to statistics: the sales area of commercial housing in China was 660 million square meters in 2008, and reached 1.64 billion square meters in 2017, which increased by 1.5 times in ten years. The cumulative sales area was 11.8 billion square meters, with an annual compound growth rate of 10.6%.From the stock, according to the statistics of the national bureau of statistics, the per capita housing area in 2016 was 40.8 square meters, and the total housing area exceeded 36.3 billion square meters with a total population of 1.38 billion.In 2017, 13.2 billion square meters of housing were under construction.With the improvement of Chinese people's living conditions, the market size of China's home furnishing industry also increases in step with the scale of housing construction, which drives the rapid growth of the market demand of home furnishing logistics. In addition, the improvement of the existing living area is also an important factor driving the growth of the market size of home furnishing logistics.
Household industry market size statistics: according to the China association of building decoration materials branch organizes the "2017 China's household building materials industry development report shows that in 2017 China's household building materials industry, the size of the market reached 4.331837 trillion yuan, of which 2.83614 trillion yuan building ZhuangShiBu goods and materials, furniture, man-made board and intelligent household 905.597 billion yuan, 562.1 billion yuan and 28 billion yuan respectively.In building ZhuangShiBu goods and materials, ceramic, 498.8 billion yuan, stone 425.8 billion yuan, the kitchen electricity, 124.53 billion yuan, the floor of 85 billion yuan, construction metal Windows and doors curtain wall 360 billion yuan, 146 billion yuan wooden doors and Windows, building hardware of 318.25 billion yuan, 168.53 billion yuan building coating, building lighting, 231.66 billion yuan, smallpox condole top $43.6 billion, plastic pipe material, 168.53 billion yuan, excipients (building adhesive and special mortar, etc.) and new material of 183.25 billion yuan, household act the role ofing is tasted, 83.8 billion yuan (including the decoration, curtain, soft skill, creative home furnishing articles).According to the analysis of zhongyikang consulting company, the retail sales of home appliances market exceeded 1.7 trillion yuan in 2017.According to the definition of home furnishing logistics, the total market size of the home furnishing industry in 2017 was 6.03 trillion yuan.
Analysis on the market size of home logistics: according to relevant information on the Internet, it is estimated by professionals in the industry that the logistics cost of home building materials accounts for 30-40% of the total sales volume.The total cost of home appliance logistics is calculated as 18%, with a market size of 0.31 trillion yuan.According to comprehensive calculations, the total size of the home logistics market exceeds 1.61 trillion yuan.This estimate is rough, but the home logistics market is huge, with a trillion market size is undoubtedly.
Faced with such a huge market space, in such a massive industry, the scale of home furnishing logistics enterprises is very small. The logistics business scale of the largest home furnishing logistics enterprise, liishun, has just reached 9 billion yuan in 2017, less than 10 billion yuan, and the scale of home furnishing and furniture logistics enterprises is even smaller.It was embarrassing.
Development trend of home logistics market: e-commerce drives the rapid development of "home bulk" logistics, and the transport quality of home bulk logistics is significantly improved. Big data technology effectively improves the operation efficiency of the network.In terms of market demand, thanks to the improvement of the logistics system and further sinks, xinjiang, Tibet, gansu and other remote areas widely consumer demand, three or four line city become household industry consumption point, different orders and receiving to become a bright spot, send one demand highlights, including fitness equipment, electric cars, air conditioners to send one demand is highest.
3. Analysis of the characteristics of home logistics market
Preliminary analysis shows that the characteristics of home logistics are as follows:
Long operation chain: home logistics service chain includes: trunk transport, storage distribution, logistics distribution, installation and construction, after-sales maintenance services and other links. Compared with traditional logistics service, the service chain is long and the logistics operation is difficult.
Service mode: the general logistics distribution, send the goods to the destination if completed service, more complex logistics also just got home delivery, after acceptance of the completed logistics service, home delivery after arriving home also need to have installation and construction services, as well as after-sales maintenance services, such as household industry non-standard products outstanding, personalized services, is also a household is one of the difficulties of the logistics service;
Complex product and packaging design: household logistics has the process of installation or construction, and product design and product packaging design directly affect the efficiency of logistics.For the assembly of furniture, if the design is not good, it may be very difficult to assemble and install;In addition, most of the furniture parts are non-standard products. How to make better use of logistics storage and distribution space through packaging design is also a very important issue.If the product packaging design can not use standardized packaging, will encounter many difficulties in transportation and distribution.It can be said that product and packaging design has a direct impact on logistics operation efficiency. To improve the efficiency of home logistics, we must start from the source, starting from product design and logistics packaging design.
The goods are relatively large: although the main products of household logistics do not belong to the scope of professional bulk logistics, they are relatively large and overweight in ordinary goods, vulnerable to damage, difficult to store and transport, and there are some constraints on door-to-door distribution. Logistics and installation personnel should have professional service ability.
Non-standardized products: at present, most household goods belong to non-standard parts. It is difficult to operate in logistics transportation and distribution, and the space utilization rate of distribution vehicles is low. It is difficult to realize mechanization and automation of logistics operations.
Personalized service: household logistics needs on-site assembly or construction for each resident, so it is difficult to organize joint distribution, and reduce logistics cost through Shared logistics.
Small and scattered suppliers: the household industry has a large scale, but the scale of product suppliers is generally small, the production means and marketing mode are backward, and the standardization and informatization of logistics services are also important constraints.
The key to the competition of large package market is the quality of service, price is the secondary factor.Large express delivery has many pain points, such as different shapes, not easy to standardize, easy to damage in transportation, and difficult to send upstairs. Some large delivery (such as home appliances, building materials, etc.) even needs to provide terminal professional installation services. Therefore, the whole chain of high-quality service is the key to win the big delivery.This is also the reason why domestic express delivery is still in the early stage of development.
At present, the same time of delivery of large packages, the price difference of logistics enterprises is not very big, under the same price conditions of enterprise service quality will become the first choice.In the process of express industry development, the asset-light franchise mode is better in express market where small parts account for a high proportion.Considering that the asset-light franchise model cannot directly control the terminal link, it will affect the business expansion of these enterprises in the large-package distribution market.
3. Main problems existing in the home logistics industry
1. High logistics cost.At present, logistics cost occupies a large part in the total cost of household goods, becoming one of the main costs of household enterprises.According to the network information searched, the logistics cost of furniture can account for more than 30% ~ 40%. Whether this data is accurate or not is worth discussing or further investigation and analysis.But on the whole, it is true that the total cost of home logistics accounts for a high proportion of sales, and the conservative estimate should be 25%-35%, among which the cost of home appliances logistics accounts for a relatively lower proportion of the total cost, which should be about 18%.
The high damage rate of home logistics is an important reason for the high cost of home logistics. With the transformation and upgrading of home logistics, the transport quality of home logistics has been significantly improved, and the damage rate is gradually decreasing. However, according to the survey, the damage rate is still as high as 0.5%
Source: analysys think tank, etc. : big data report on China's home bulk logistics
2. Low level of logistics technology.In terms of hardware technology, the automation level of production and storage in the household industry in China is not high at present. Most logistics operations rely on manual labor, and the application of advanced automated three-dimensional warehouse is very few.In software technology, household logistics information system generally backward, and other industries has been widely used in the WMS (warehouse management system), TMS (transportation management system) in the field of household applications, information opaque, to the connectivity of inventory information not, although there are individual advanced enterprises implement the advanced logistics information system, but belongs to the rare, the entire industry comprehensive information systems and intelligent level is very low.
3. Lack of systematic thinking of supply chain.The home building materials industry has the characteristics of small and scattered, based on the thinking of products, product research and development based on the feeling of the enterprise, relying on their own aesthetic habits, often not close to the market, more lack of supply chain system of systematic thinking, to the home building materials logistics has brought huge problems.Home building materials products are for home decoration services, demand terminal customers need combination and collocation, need home building materials products according to the characteristics of building space to produce synergies, home logistics enterprises need to have supply chain thinking, furniture, home appliances, sanitary ware, accessories, etc.
4. Backward logistics operation mode.The product logistics service chain of the furniture industry is very long, including transportation, storage, distribution, installation or construction, maintenance and other links. It is difficult to clearly distinguish between logistics and commercial flow, resulting in backward logistics service mode.Most of the traditional home logistics are arranged by dealers or entrusted by social vehicles to organize transportation and distribution, so as to achieve integration of distribution and installation. Logistics services are mainly regional, with narrow network coverage and no scale effect, making it difficult to achieve standardized logistics operations and standardized services.The professional third-party logistics service in the home furnishing industry has just started, the market needs to be further developed, and the business model is also in the exploration stage.
5. Low standardization level of home logistics.First, the home industry itself is difficult to standardize, home service needs vary, personalized products, restricting the level of home logistics standardization.In addition, the standardization of home logistics needs to be planned from the production source of home products. Due to the disconnection of industry production, supply and marketing, the chain is not smooth, which makes it difficult to implement the standardization of logistics.
6, home product design and packaging design problems: as home logistics services often need to provide assembly and combination and collocation, even if customers buy and assemble by themselves, they also need packaging specifications of components suitable for logistics operation, to meet the requirements of simple and convenient assembly and easy combination and collocation.It can be said that the end installation or construction cost reduction of home logistics is directly related to the combination design and packaging design of home products.
Iv. Change trend of home logistics industry
Furniture enterprises actively respond to the strategic deployment of national supply chain development, actively promote the innovation of furniture supply chain, and promote the supply chain system construction of the home furnishing industry. It is reported that some enterprises have officially become pilot enterprises, and are comprehensively promoting the comprehensive development of home furnishing logistics and supply chain.
